Marc Busch

Psychologist · UX Researcher · Author

1,000+

Research Sessions

100+

Teams Helped

15+

Years Experience

40+

Publications

2,000+

Academic Citations

Psychologist by training (MSc with distinction, University of Vienna). Founder and lead researcher at Busch Labs. Author of “UX Research: Building Blocks for Impact in the Age of AI.” Master’s thesis published at NordiCHI 2014, awarded Honorable Mention.

LinkedIn·Google Scholar·ResearchGate·MobyGames·ORCID

Career

2018 – present

Founder & Lead Researcher, Busch Labs / rapid user feedback GmbH

Founder and UX strategist providing research-driven consulting for startups, SMEs, and enterprises.

2011 – 2014

HCI Researcher, CURE - Center for Usability Research & Engineering

Applied usability research and user-centered design projects.

2014 – 2017

Scientist, AIT Austrian Institute of Technology

Research on gamification, technology acceptance, and human-computer interaction. Co-authored the highly-cited "Gamification User Types Hexad Scale" paper.

2017 – 2018

UX Researcher, handcheque GmbH

End-customer experiments and testing for an interactive credit card product; surveys, observations, data visualization.

Education & Credentials

Master of Science (MSc) in Psychology, with distinction (mit Auszeichnung) — University of Vienna (2015).

Bachelor of Science (BSc) in Psychology — University of Vienna (2012).

Data Science Specialization — Johns Hopkins University (via Coursera) (2017–2019).

Certificate in Advanced English (Level C1) — University of Cambridge ESOL Examinations (2008).

Teaching

Guest Lecturer, FH Upper Austria — Evaluation and Research Methods, Master Human-Centred Computing (2019-2023)

Guest Lecturer, FH Technikum Wien — UX Management, Evaluation Methods (2018-Present)

Guest Lecturer, TU Chemnitz — Applied UX Research, Master Students (2019-Present)

Trainer, BFI Wien — UX Design Diploma Program (2018-Present)

Thesis Supervisor, FH Technikum Wien — Master Thesis Supervision, Master Program (2025-Present)

Research Funding

FFG IKT-Akzeptanz (Project #3841263) — Technology Acceptance Models for AI/ML systems

FFG/AAL HEROES (Project #3962149) — Active & Assisted Living research

Vienna Business Agency — rapid UX-score development

Publications & Creative Works

Busch, della Schiava, Kipke, Salzbrunn. rapid UX-score: Modulare und Adaptive Messung von User Experience. Mensch und Computer 2020.

2020

Diamond, Busch, Jilch, Tscheligi. Using technology acceptance models for product development: case study of a smart payment card. MobileHCI 2018.

2018

Lorenz, Brade, Diamond, Sjölie, Busch, Tscheligi, Klimant, Heyde, Hammer. Presence and user experience in a virtual environment under the influence of ethanol: an explorative study. Scientific Reports.

2018

Brade, Lorenz, Busch, Hammer, Tscheligi, Klimant. Being there again — Presence in real and virtual environments and its relation to usability and user experience using a mobile navigation task. International Journal of Human-Computer Studies.

2017

Mattheiss, Hochleitner, Busch, Orji, Tscheligi. Deconstructing Pokémon Go — An empirical study on player personality characteristics. PERSUASIVE 2017.

2017

Mattheiss, Busch, Orji, Tondello, Marczewski, Hochleitner, Lankes, Tscheligi. UMAP 2017 Fifty Shades of Personalization — Workshop on Personalization in Serious and Persuasive Games and Gameful Interactions. UMAP 2017.

2017

Orji, Busch, Reisinger, Dijkstra, Kaptein, Mattheiss. Personalizing persuasive technologies: progress, challenges, and opportunities. PERSUASIVE 2017.

2017

Orji, Busch, Reisinger, Dijkstra, Kaptein, Mattheiss. Workshop: Personalizing Persuasive Technologies: Progress, Challenges, and Opportunities. PERSUASIVE 2017 Adjunct.

2017

Tondello, Wehbe, Diamond, Busch, Marczewski, Nacke. The Gamification User Types Hexad Scale. CHI PLAY 2016.

2016

Busch, Mattheiss, Reisinger, Orji, Fröhlich, Tscheligi. More than sex: The role of femininity and masculinity in the design of personalized persuasive games. PERSUASIVE 2016.

2016

Busch, Mattheiss, Hochleitner, Hochleitner, Lankes, Fröhlich, Orji, Tscheligi. Using player type models for personalized game design — An empirical investigation. IxD&A.

2016

Busch, Mattheiss, Orji, Fröhlich, Lankes, Tscheligi. Player type models: Towards empirical validation. CHI EA 2016.

2016

Busch, Patil, Regal, Hochleitner, Tscheligi. Persuasive information security: techniques to help employees protect organizational information security. PERSUASIVE 2016.

2016

Busch, Van Der Sype, Reisinger, Fröhlich, Hochleitner, Tscheligi. Ethical implications and consequences of phishing studies in organizations — an empirical perspective. CHI 2016.

2016

Mattheiss, Sellitsch, Busch, Hochleitner, Froschauer, Tscheligi. Missing the Forest for the Trees: Balancing Personalization Costs and Benefits in Persuasive Games. PPT@PERSUASIVE 2016.

2016

Orji, Busch, Dijkstra, Reisinger, Stibe, Tscheligi. Personalization in persuasive technology. PERSUASIVE Adjunct 2016.

2016

Orji, Reisinger, Busch, Dijkstra, Stibe, Tscheligi. PPT 2016 — Personalization in Persuasive Technology. PPT@PERSUASIVE 2016.

2016

Regal, Mattheiss, Busch, Tscheligi. Insights into internet privacy for visually impaired and blind people. ICCHP 2016.

2016

Busch, Mattheiss, Orji, Marczewski, Hochleitner, Lankes, Nacke, Tscheligi. Personalization in serious and persuasive games and gamified interactions. CHI PLAY 2015.

2015

Busch, Patil, Regal, Hochleitner, Fröhlich, Tscheligi. Persuasive Information Security: A Behavior Change Support System. BCSS 2015.

2015

Döbelt, Jung, Busch, Tscheligi. Consumers' privacy concerns and implications for a privacy preserving Smart Grid architecture. Energy Research & Social Science.

2015

Lankes, Hochleitner, Rammer, Busch, Mattheiss, Tscheligi. From classes to mechanics: Player type driven persuasive game development. CHI PLAY 2015.

2015

Lorenz, Busch, Rentzos, Tscheligi, Klimant, Fröhlich. I'm There! The influence of virtual reality and mixed reality environments. IEEE VR 2015.

2015

Busch, Lorenz, Tscheligi, Hochleitner, Schulz. Being there for real: presence in real and virtual environments and its relation to usability. NordiCHI 2014.

2014

Busch, Wolkerstorfer, Hochleitner, Tscheligi. PAINLEsS — Personalized Multimodal Persuasive Ambient and Peripheral Interaction for Information Security. CHI 2014 Workshop.

2014

Busch, Wolkerstorfer, Hochleitner, Regal, Tscheligi. Designing a persuasive application to improve organizational information security policy awareness, attitudes and behavior. SOUPS 2014.

2014

Busch. A case study for universal design in the internet of things. UD 2014.

2014

Busch, Hochleitner, Tscheligi. Is This Information Too Personal? The Relationship between Privacy Concerns and Personality. SOUPS 2014.

2014

Regal, Busch, Hochleitner, Wokerstorfer, Tscheligi. TACTUX: a tactile user experience assessment board. NordiCHI 2014.

2014

Tscheligi, Isbister, Höök, Obrist, Busch, Hochleitner. "Touch me" workshop on tactile user experience evaluation methods. CHI EA 2014.

2014

Busch, Schrammel, Tscheligi. Personalized persuasive technology — development and validation of scales for measuring persuadability. PERSUASIVE 2013.

2013

Busch, Hochleitner, Lorenz, Schulz, Tscheligi, Wittstock. All in: targeting trustworthiness for special needs user groups in the Internet of Things. TRUST 2013.

2013

Regal, Busch, Deutsch, Hochleitner, Lugmayr, Tscheligi. Money on the move: workload, usability and technology acceptance of second-screen ATM interactions. MobileHCI 2013.

2013

Schrammel, Busch, Tscheligi. Peacox — Persuasive Advisor for CO2-Reducing Cross-Modal Trip Planning. PERSUASIVE 2013.

2013

Seigneur, Kölndorfer, Busch, Hochleitner. A survey of trust and risk metrics for a BYOD mobile worker world. SOTICS 2013.

2013

ReAnimal — THQ Nordic / Purple Lamp Studios

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SpongeBob SquarePants: Titans of the Tide — THQ Nordic / Purple Lamp Studios

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South Park: Snow Day! — THQ Nordic / Purple Lamp Studios

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Disney Epic Mickey: Rebrushed — THQ Nordic / Purple Lamp Studios

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View full profile on Google Scholar · ResearchGate

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